A landing page is a single web page that appears in response to a user clicking on a search engine optimized search result, a marketing promotion, an email marketing campaign, or an online advertisement. It is also known as a “single property page,” “static page,” “squeeze page,” and “destination page.” Other names for a landing page include “lead capture page,” “single property page,” “static page,” and “squeeze page.” Typically, directed sales content that is a logical extension of the advertisement, search result, or link will be displayed on the landing page. Lead generation is accomplished through the utilization of landing pages. The conversion rate of an advertiser is directly proportional to the activities that a visitor performs on a landing page. A landing page can be a standalone page on an organization’s primary website or it can be an integral component of a microsite.
Landing pages are frequently linked to other platforms (such as social media, email campaigns, search engine marketing campaigns, high-quality articles, or “affiliate accounts”) in order to increase the efficiency of the adverts. Converting site visitors into customers or potential prospects is the overarching purpose of a landing page. If the objective is to acquire leads, the landing page will incorporate at least one way for visitors to get in touch with the organization; often, this will be in the form of a phone number or an online enquiry form. If making a purchase is necessary, the landing page will typically include a link for the visitor to click on, which will then direct them to a shopping cart or a checkout area if they choose to make a purchase. Click-through rates and conversion rates are two metrics that can be used by marketers to evaluate the effectiveness of an advertisement. This is done by monitoring the activity that is generated by the linked URL.
The two primary landing page types
Landing pages are usually structured to generate leads or drive viewers to the next step.
Lead-generation landing pages
These landing pages collect lead data and are called “lead gen” or “lead capture” pages. It gathers client data.
Lead capture pages are known for their forms, which are CTAs. For a product or service, it requests names, email addresses, and phone numbers. You can even request their ages and occupations. That lets you contact leads and cultivate their interest in your business.
The landing page has another use. The data you gather can teach you about contacts. Your marketing efforts can then target consumers who match them and are more likely to convert. This can boost ROI, especially for sponsored advertising.
Lead generating landing pages collect data that improves and streamlines your marketing strategy. You may personalize your ads to your audience to avoid wasting money on non-converters.
This landing pages help your business identify new clients and approach them. Consider adding one to your site if lead nurturing or audience understanding are priorities.
Click-through landing pages
CTA buttons dominate click-through landing pages, unlike lead gen pages. Users are redirected to a page to finish your activity when they click the button.
For instance, “schedule a demo” may go to a scheduling page, “order X now” to a checkout page, and so on.
E-commerce and other sites that prioritize revenue over user data commonly have click-through landing pages. These landing pages usually offer product details and user testimonials in addition to the CTA button to entice potential clients.
Landing page benefits and importance
Landing pages focus on short-term goals that bring you results. Landing pages may boost conversions, improve paid ads, and provide new audience insights.
Increase your credibility: Users like a concise, clear message that explains your product’s worth. A well-planned landing page shows customers you care. They allow you to post product or service testimonials for social proof. Social evidence boosts conversions.
Reinforce your brand: You’ve worked hard to develop a digital brand; leverage what you already know. This is due to website appearance, tone, style, and copy consistency. Clear and strong branding has several benefits. When users don’t convert right away, a strong brand identity might help them remember you, respond to remarketing, or refer friends.
Create leads: Both forms of landing pages can boost revenue and leads. Targeted landing pages focus on conversion rates rather than education and content. Instead, emphasize your items’ features and sell more to a specific audience already interested in them.
Increase traffic: Landing pages can boost website traffic, brand exposure, and consumer education even if lead generation isn’t your main goal. SEO-optimized landing pages can target organic visitors to boost conversions.
Check more at: https://en.wikipedia.org/wiki/Landing_page